Abstract: The subject of this article is the differences in speech and evocative effects in the online media discourse. The author considers  the speech and evocative effects and reveals the concept of evocative effects in a media discourse. The article discusses  the theoretical aspect of studying the impact of media texts on the recipient of information, special attention being paid to the cognitive and medialinguistic approaches to this phenomenon. The author of the article analyzes the linguistic means of representation of the evocative impact in the news media text and examines the account of the author of the background knowledge of the recipient. She also analyzes the evocative impact of headlines and media texts of news selected by the method of continuous sampling. In her study Konovalova uses the methods of observation, generalization and description of linguistic phenomena. The novelty of the study is caused by the fact that linguistic indicators are first considered from the standpoint of the evocative impact of the news media text on the recipient. It has been proved that the language means of the evocative impact are present both in the title of the media text and in the text of the news. It has also been established that the evocative impact is embodied with the help of linguistic means designed to intensify the background knowledge of the recipient when perceiving the news text.

Abstract: The purpose of the article is to consider evocation in a media discourse and to study the realization of the evocative property in media texts of news note and polemic conversation genres. The object of the research is the media discourse, in particular, evocative property of which is studied on the example of media texts. The subject of the research is the media texts that are considered as its static cut and demonstrate the practical implementation of the evocative properties. The findings of the study can be useful in theoretical works on medialinguistics, language theory, discursive linguistics as well as those who are engaged in the practical writing of media texts of various subjects and genres. The methodology of the study is a layered combination of elements of discourse analysis and contextual analysis. The scope of application of research results covers the field of media research. The universality of the research findings is based on the study of the evocative properties of a media discourse based on the general characteristics inherent in media communication in general. The novelty of the research lies in the study of the evocative properties of a media discourse, which is first carried out on the material of media texts. A special contribution of the author to the development of this topic is the original study of evocation as a property of a media discourse using elements of discourse analysis and context analysis. The conclusions made by the author are as follows: the evocative property of a media discourse is manifested primarily through the subject-subject communication, the mass nature of the media text, which has a primary and secondary form of event representation. This circumstance also makes it possible to interpret the media text as the static of the media discourse, among the components of which are clearly marked formal-content and contextual-cognitive discursive signs that are a necessary attribute of media communication, giving the recipient the opportunity to interpret the message to an adequately lit event.

Abstract: The subject of this article is the analysis of evocative representation and influence from cognitive attitudes. The information concept is opened from the point of view of the media discourse and media information. Evocative influence is considered by the author as a subtype of speech influence, special attention is paid to the representation of conceptual features in the headline of the media text. In her article Konovalova provides definitions of evocative representation and influence. The material of the study was media texts in various languages. The research is based on the following research methods: 1) observation as a method of collecting empirical information; and 2) cognitive-matrix analysis of headlines of media texts. The results of the cognitive-matrix analysis of the US, British and German press headings are presented, during which several types of information concepts are considered. The novelty of the research is caused by the fact that the signs of information concepts in the headlines of media texts are first considered from the standpoint of the evocative impact on the recipient. It is proved that the verbalization of the concept in the title of the media text is carried out with the aim of providing an evocative influence.